隨著經濟環境的日益變化，現代化使得消費生活更加便利，而網路科技發達，與社群媒體蓬勃發展，為消費市場開闢另一種虛擬戰場。消費者選擇通路不僅在產業間討論，也是行銷領域中最常被學者探討的議題。根據內政部統計，台灣在民國107年已邁入高齡社會，政府單位推動許多政策，積極因應未來的高齡化社會。因此，銀髮族的消費市場與發展是近年來的新興議題，過去較少探討銀髮族透過社群媒體與零售商互動與購物之關聯，此為一研究缺口。在過去探討銀髮族群與網路科技相關的研究中，聚焦在影響銀髮族使用科技的干擾因素，較少聚焦心理層面影響。本研究以銀髮族消費者為對象，科技接受模型為基礎，探討透過社群媒體與零售商互動之關係。透過社群購物社團發放網路問卷，回收114份樣本，經研究結果證實，銀髮族消費者透過社群網路購物的使用態度顯著影響網購行為，而影響消費者使用態度則受到銀髮族內、外動機之影響。

With the fast-changing economic environment of the modern society, the modernization leads to the consumer life more convenient. In addition, the development of Internet technology and social media has opened another virtual battlefield for retail market competition. Therefore, consumers' choice of distribution channels has often been discussed among industries and has been frequently discussed by scholars in the field of marketing. According to the statistics from the Ministry of the Interior in Taiwan, the country has been entered a senior society in 2018. As a result, the government has promoted numerous policies to respond the future of an aging society in these years. The consumer market and development of the elderly have become an emerging topic in recent years. In the past, the association between the elderly of consumers and retailers and the attitude of the use of social media by the elderly have rarely been discussed. Thus, the research gap of the above topics has been formed. Previously, the researches on elderly and Internet technology has focused on the confounding factors of elderly 's use of Internet technology, but less on the psychological aspects. Therefore, the research has been focusing on the elderly as the research group and basis on Technology Acceptance Model to discuss the interaction between the social media and retailers. Through the online questionnaires distributed by shopping groups on the social media, the study has analyzed 114 samples. The result shows that the attitudes of the elderly’s consumers using the social media shopping significantly affects the online shopping’s behavior. In addition, the consumers’ attitude has been confounding the Internal and external motivation of the elderly.

壹、緒論 1
貳、文獻探討 5
參、研究方法 15
肆、研究結果 18
伍、結論與建議 24
陸、研究限制與未來研究方向26
參考文獻 28
附錄一 36
附錄二 50

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